As they flock to football matches, Coldplay concerts, and Formula One grands prix, Europeans are bringing along more than just their signature enthusiasm. These days, they’re toting mobile devices, too.
According to we are social, consumers from London to Athens have embraced the use of smartphones and tablets:
- Europe has 17.2% of the global market share of mobile users, with 78% of Europe’s total population using mobile technology
- 26% of Europe’s total population accesses social media on their mobile device
What does this mean for mobile app developers, mobile marketers, and social media platforms? Quite simply: there is a rich opportunity for engagement with European consumers through mobile devices.
And where such opportunity exists, so does the need for location data.
Maponics Destination & Venue Boundaries in Europe
Maponics Destination & Venue boundaries, which are part of the Social Places™ dataset, are ready-to-map geofences that include over 5,000 sports stadiums, arenas, golf courses, airports, casinos, and more across the US, Canada, and Europe.
The geofences in Maponics Social Places are predefined rather than point and radius – which means they define the entire venue, including parking lots and feeder roads, and omit unrelated parking lots, roads, and businesses. With Maponics’ geofences, mobile marketers can target consumers who are ready and willing to take advantage of special offers.
With such a high population of mobile users, the Old Country is fertile ground for location-based marketing, advertising, and social media.
Unique Product Features
With the array of languages spoken in Europe, we needed to be careful about the native names for stadiums and arenas. For many stadiums, we included up to four versions of the venue name in the dataset.
Given its prevalence in Europe, all train stations served by high-speed rail are captured in this dataset.
Maponics Destination & Venue boundaries also include the biggest F1 circuits throughout the EU.
Learn More About Maponics Social Places
Our Destination & Venue geofences cover fifteen countries in Europe: Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, the Netherlands, Poland, Portugal, Spain, Sweden, Switzerland, and the United Kingdom.
To learn how Maponics Social Places can help your business engage with European consumers, contact us.
In the years since we launched our Neighborhood Boundaries™ product, our market has grown, and our processes have evolved in response. Increasing refinement of sourcing methods, customer feedback, and shifts in the world economy impact which metro areas we include in our product.
This is especially true outside of the United States and Canada. Internationally, we make measured decisions every day about which neighborhoods to map.
Intelligent Neighborhood Targeting
When we began mapping neighborhood boundaries on a global scale in 2010, we selected the metros to target based on their population. As this process has evolved and market expectations have changed, we now take additional indicators into account, including economic viability and tourism activity.
Maponics uses an “intelligent targeting” process to identify the most important cities for our customers. To compile the database, we use a scoring system based on indicators such as economic viability (GDP and GDP per capita) and tourism, along with additional scoring indicators based on customer inputs.
Berlin vs. Jakarta – Which to Include?
Intelligent targeting means that we examine a variety of factors about a city to determine when to include its neighborhoods in our database.
For example, if we used only population to compare Berlin to Jakarta, we would conclude that Jakarta takes priority over Berlin, as Jakarta is nearly three times the size of Berlin in population.
However, when you look at factors such as GDP and tourism, you see that Berlin exceeds Jakarta in economic relevance – suggesting that priority should be given to mapping Berlin’s neighborhoods over Jakarta’s.
|| ~9,600,000 people
|2010 GDP per capita
|Tourism: overnight visitors
|Tourism: airport enplanements
|Digital connectivity (country ranking)
Maponics’ Comprehensive Approach to International Neighborhood Sourcing
Using intelligent targeting, we have developed a consistent and comprehensive approach to building international neighborhoods.
Admittedly, it is difficult to pinpoint a method that accounts for all variables in a global market. However, our efforts have made it clear that indicators of economic growth, tourism, and others in addition to population are particularly relevant.
We will continue to refine our intelligent targeting to ensure that we’re mapping the global metros that are most important to our customers.